The moment of truth for any brand is the split second when the consumer reaches out, takes the pack from the shelf and places it in the trolley. This is the moment of trust, where the consumer says, “I believe in you.”

In case you hadn’t noticed, we’re living in the age of the disruptor. Across most of the developed world, a new anti-establishment zeitgeist has seized the taken-for-granted middle class, as they reach the end of their tether with unfulfilled promises.